Drokina N. The mechanism of integrated Internet marketing management of the telecommunication services market enterprises in Ukraine

The demand for the concept of integrated marketing as a consequence of the ever deeper inclusion of marketing functions in the management decision-making process is substantiated; a retrospective analysis of classical and modern foreign and domestic academic works in the field of marketing to substantiate the historical logic of the concept of integrated marketing; the stages of digital economy concepts were staged in the context of theoretical approaches and stages of the digital revolution; stages of development of Internet marketing are allocated and the evolutionary parallel of development of theories of marketing, digital economy and Internet marketing which reflects stages of formation and development of Internet marketing and demonstrates its development as natural result of evolution of marketing paradigm and information technologies is constructed. A critical analysis of the views of scientists and experts on the definition and substantive content of the concept of "Internet Marketing"; developed a terminological model of Internet marketing, which identifies its terminological field and shows the place of Internet marketing in the architecture of related definitions; the interpretation of the conceptual and categorical apparatus of the research sphere is stated; offered Fitch-mix of modern Internet marketing. The chronology of creation is constructed and the characteristic of the most known classical models of a complex of marketing mix and models of Internet marketing is given; the chronology of development is scientifically substantiated and the characteristics of Internet marketing models of the concept of "marketing mix" are given; the structure of integrated components of Internet marketing on the basis of the concept of "marketing mix" is developed. An epistemological analysis of scientific approaches to the classification of Internet marketing tools is given; the author's approach to the classification of Internet marketing tools depending on the selected goals is proposed and the degree of their use is determined; a conceptual model of the relationship between inbound and outbound Internet marketing is built; the chronology of development and the essence of inbound and outbound models of Internet marketing are substantiated; the advantages and disadvantages of approaches to the concepts of inbound Internet marketing from the point of view of the funnel and flywheel are highlighted; conceptual provisions of Internet marketing planning based on RACE model are formed; systematization of inbound marketing tools based on the RACE planning model at the operational level; a conceptual framework of integrated Internet marketing tools is proposed. The classification of approaches to an estimation of efficiency of marketing actions on the Internet on various signs is constructed; the demand for the use of types of Internet marketing analysis by the audited entity in the methodology of assessing the effectiveness of integrated Internet marketing is substantiated; developed classification of types of benchmarking in Internet marketing; the methodical basis of optimization of processes of functioning of the integrated Internet marketing on the basis of benchmarking is offered; the scientific and methodical approach to carrying out external benchmarking on the basis of carrying out search together with competitive benchmarking is developed; the algorithm of search benchmarking for definition of competitors on the basis of the offered system of indicators is constructed; a comparative analysis of practical approaches to the methodology of competitive analysis of sites and analyzed the experience of using indicators of competitive analysis of Internet marketing by domestic web agencies; the organizational and methodical approach to formation and realization of external benchmarking for an estimation of efficiency of Internet marketing is offered. The comparative analysis of KPI and metrics and systematization of methodical approaches to KPI of internal benchmarking of Internet marketing is carried out; the methodical approach to an estimation of efficiency of Internet marketing on the basis of internal benchmarking of the enterprise is developed; the matrix of KPI distribution and metrics of an estimation of efficiency of separate actions of Internet marketing on components of the RACE model are constructed; to assess the effectiveness of Internet marketing measures, the use of the method of multidimensional comparative analysis is justified; the sequence of implementation of the technique of multidimensional comparative analysis for determination and ranking of relevant KPIs and metrics in the assessment of Internet marketing is developed; the method of calculation of the integrated indicator of efficiency of Internet marketing on the basis of internal benchmarking of the enterprise is offered; the scheme of through analytics is constructed, the characteristic of services of web statistics is resulted.